近年來全球暖化日益嚴重，人類的生活環境逐漸惡化，環境保護相關議題開始受民眾重視，消費者開始進行綠色消費保護環境。本研究主要研究因素為「綠色產品屬性」、「環保標章的認知」、「環境態度」、及「願付價格」之間的關係。消費者具備環境意識之後，綠色產品與一般產品之間的價格差距在消費者心中會因許多因素而考量是否購買綠色產品，價格通常是一般消費者重視的屬性，因此本研究欲探討綠色產品屬性、環保標章的認知是否會影響其願付價格，以瞭解消費者對綠色產品的價值，期望協助企業在執行綠色產品訂價行銷時，提供明確的方向建議。且以環境態度為干擾變項，探討與其願付價格之間的關係，當消費者對環境態度越高時，會多支付多少金額去購買環保產品，並以金額差異較大的環保冷氣機產品來做探討。 本研究使用問卷調查法，研究對象為台灣北部一般消費者，問卷共計發放350 份，回收有效問卷307 份，利用SPSS 19.0統計軟體驗證研究假說。研究結果指出1.比較受訪者對各變數間之差異，僅有性別對環保標章的認知與年齡對綠色產品屬性的認知有顯著影響。2.當受測者的綠色產品屬性認知程度越高者，相對的對在節能省電下的願付價格也將相對會越高，但在政府補助$2,000下的願付價格並不會越高。3.當受測者的環保標章的認知程度越高者，相對的對在節能省電下的願付價格及政府補助$2,000下的願付價格也將相對會越高。4.當受測者的環境態度對綠色產品屬性的認知、環保標章的認知與其在節能省電下的願付價格及政府補助$2,000下的願付價格二者皆無顯著干擾作用。In recent years, global warming are worsening gradually and this condition has affected human life. Therefore, people have started to pay attention on environmental protection related information and begun to implenment the green consumption to protect the environmnet. The main factors of this research include green product attributes, awareness of Eco-label, environmental attitude and willing to pay. Since consumer has environmental conscious, amount the price between green product and product is one of considerations to decide to purchase green product. The price is an important attribute that consumer would pay more attention. Therefore, the aim of the research is to probe into the relationship between green product attributes the consumer’s willing to pay to green product attributes and the the consumer’s willing to pay to awareness of Eco-label. In order to find out consumer’s value of green product and provide suggestions when corporate made the pricing for green product. In addition, by using environmental attitude as the moderating variable discuss the relationship of consumer’s willing to pay. When consumer have high environmental attitude, they will pay more to purchase environmental product. In this research, we focus on environmental air condition. This research use questionnaire surveys and survey target is focus on consumer in north of Taiwan. A total of 350 questoinnaires are distributed, 307 are gathered and valid questionnaires are also 330. In this research we we used SPSS 19.0 to probe hypothesis research.

The results of empirical study are：(1)Comparing consumer to each variable’s differiciation, only gender to awareness of Eco-label age to green product attributes have a positive and direct influence. (2)When consumer has high awareness of green product attributes, they would have high willing to pay under saving electricity and energy, however under subsidies granted NT$2,000 by governments, the willing to pay was not high.(3)When consumer has high awareness of Eco-label, they would have high willing to pay under either under saving electricity and energy or under subsidies granted NT$2,000 by governments.(4)When consumer’s environmental attitude as moderating to green product attributes and awareness of Eco-label to willing to pay under either under saving electricity and energy or under subsidies granted NT$2,000 by governments would have no positive and direct influence.